Looking beyond technology: a study of e-banking channel acceptance by Indian customers
by N. Kamakodi, Basheer Ahmed Khan
International Journal of Electronic Banking (IJEBANK), Vol. 1, No. 1, 2008

Abstract: It is almost 15 years since the Indian banking sector was liberalised and paradigm shift happened in the Indian banking services. All banks have either totally implemented 'Core banking Systems' or halfway through. A survey result was obtained from 292 respondents about their views on electronic banking channels. The results indicate that the majority of the customers are very comfortable and willing to use e-banking channels. At the same time, over 80% feel that 'human contact is necessary'. This throws up a challenge to banks. Technology alone cannot give a sustainable competitive advantage for the banks. When all banks introduce IT in their technology, IT will lose its position as a differentiator. Beyond a point, IT along with 'personal touch' will be necessary for the banks to retain the existing clients and attract new clients. Banks have to incorporate this in their IT and operational strategy.

Online publication date: Wed, 24-Sep-2008

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